Unearthing your customers style will keep them shopping with you! If you encourage your customers to find their own style rather then telling them what to buy every time they walk in your door, then you are building a life-long relationship that is meaningful. This not only brings you satisfaction but also keeps your customers coming back!
At a time when customers have access to just about anything they want at that click of a button – from anywhere in the world – then how do you make sure they shop with you? Interestingly, customers more and more are finding the access to so much product overwhelming. Instead of giving people a feeling of freedom, it is making them unsure of what to buy at all!
No one wants their home to look like they went out and bought it in one go. It won’t feel like their home and it won’t mean much to them if it is too contrived. Buying the current “look” off the showroom floor is not satisfying. It might make the till ring for your initial big sale – but if you help your customers discover their own individual style, then you can genuinely help them with their ongoing purchases.
You need to help your customer decide what look is REALLY them. But where do they start? The options are endless! What style do they go for when they are faced with hundreds of options in magazines, on Pinterest or on their favorite blogs or Instagram feed? The huge range of options can be daunting and often immobilizing. You want your customers making decisive choices – so help them out!
These days – with access to everything – it comes down to selection, their personal edit, to finding their individual style. Then you know where your range fits into it.
Get your customers to start scrapbooking! This will help unearth your customers style.
Pinterest is the modern scrapbook, making clipping ideas extraordinarily quick.
Here is a great way to pitch the idea to your customers…
Gather all the styles or moods that you like – don’t over-think it – just pin everything that takes your fancy, no need to worry about a theme in the beginning. The more the merrier, don’t be frugal!
This process could happen quickly if you are planning to get in and get started – or be a slow project over time. When you are ready, review your “clippings” or pins. You will more than likely see some sort of a theme – even if you didn’t realize – this is your own style emerging… There may be several themes – if this is the case, then sort them into rough groups, there may be overlap. These are now your “mood boards” for moving forward on a style that is just for you!
Now think about your existing home (or the room you are reworking). The structural aspect of the parts you CAN’T change. If you are renovating, then now is the time to incorporate changes that lead you closer to your desired mood board. If you are just redecorating, then keep in mind that the specific “bones” or overall style of your home are what they are. You will need to work within the parameters of your basic home – you can’t make a Tudor cottage into a modernist LA Pad by changing the furniture! An authentic result takes into consideration the “foundation” you have to work with.
I am a big believer in creating an environment that is a reflection of you and your life – therefore it is not often you should need to start totally from scratch. You should incorporate pieces that you already have with a few well-chosen additions to truly create an authentic environment, one that reflects you and your family. Have a think about your current home and the furniture and objects that you already own – pieces you have bought in the past, gifts from friends and family over the years.
Now take another look at your mood boards. Some of them may be fanciful and won’t be achievable with the current “bones” of your home or room. Store those away for your dream home – it’s always nice to have a dream! Now take a look at which styles have emerged. Is your emerging theme monochromatic or colorful? Playful or serious? Layered and complex or clean and minimal?
Once you start to look through your resulting “boards” you will find your new (and evolving) roadmap to your own personal style. Even if you plan to obtain the professional advice from a decorator or stylist, doing this step can mean they will be able to achieve a much more specific result for you – in less time.
Your customers’ purchases moving forward will be more well-meaning, reducing wasteful whimsical purchases. When they purchase (from your store and others), the new additions will add to the tapestry of their life and they will appreciate each purchase.
Ensure that your staff are not just pushing the latest arrivals – unless that is indeed what the customer specifically wants – understand the customers style and needs, listen more and talk less, so that you are contributing with their decision making process, not selling to them.
Suddenly all the options available won’t feel quite so daunting and the customers style can be expressed as they enjoy their shopping experience with you. They will love the fact that their purchases with you make them feel at home as soon as they walk in the door, or any gifts they buy are thoughtful, well received and therefore treasured.
To learn more about top3 by design visit, www.top3.com.au.
Terri’s Pinterest account: http://www.pinterest.com/terriwinter/
